Six trends your ecommerce site needs to consider in 2025
2025 promises to be a major turning point for ecommerce. As consumers expectations continue to rise and technological innovations to evolve, it's becoming imperative for companies to rethink their strategies and adopt cutting-edge solutions. Emerging trends are not only opportunities to stand out, they're also necessary if you want to meet the market's changing demands. So, what are the technological levers shaping the future of online commerce to deliver more immersive, connected, and personalized experiences? Below are six key trends everyone who wants to revolutionize their ecommerce in 2025 should know about.
1- Generative AI: videos that captivate, sales that take off
2025 marks an important milestone in the evolution of generative AI. Gone are the days when it was limited to writing product descriptions and marketing emails. Now, it excels at generating video, an essential way to engage customers.
Tools like OpenAI's Runway and Sora Turbo are making huge strides and boosting companies' creativity with unique and immersive videos that present products like never before.
In the near future, these videos will be able to meet the rising expectations of customers looking for more personalization. By analyzing customer's preferences and behaviors, they'll adapt to each person's specific needs and offer personalized versions that better capture their attention and strengthen their engagement.
2- Digital assistants: that know your customers inside out
These interactive, AI-powered interfaces are capable of acting like real advisors and take matters into their own hands. In 2025, 20% of ecommerce tasks will be managed by digital assistants. From helping you choose a product to finalizing an abandoned cart, these tools are redefining customer relations.
And in concrete terms? Is a customer hesitating? The digital assistant will offer them a size, a model, or even a custom combination based on the data it's collected. These assistants turn every interaction into a key moment in the customer journey.
Moreover, the added integration with channels such as WhatsApp, Messenger, or voice interfaces make the experience fluid, intuitive, and memorable... 24/7!
3- Cybersecurity: building trust
In 2022, we saw a 41% increase in denial-of-service (DDoS) attacks, an IT attack aimed at making a service unavailable, so security remains a priority for e-merchants. Data breaches and cyberattacks are expensive, not only in financial terms, but also in terms of brand image.
Some significant numbers:
- 38% of data breaches specifically target ecommerce sites
- 61% increase in website disfigurement cases
- 40% of SMEs in Europe were victims of cyberattacks last year
What are the solutions in 2025?
Technologies like multi-factor authentication and automated AI surveillance will play a critical role in detecting and preventing attacks. Another key lies in regularly re-training teams and updating IT systems and solutions in order to maintain optimal resilience in the face of evolving threats.
4- Tokenization: payment 2.0
Following payment solutions like PrestaShop Checkout, which allowed customers to pay in their currency or via electronic wallets, and BNPL (buy now, pay later) that was recently popularized by players like Alma to boost the average shopping cart and conversion rate, a new innovation is emerging: Click to Pay. This rising trend marks a new step in simplifying and securing online payments.
With nearly 47% of transactions made in guest checkout mode, consumers are showing a clear preference for smooth purchase paths and not creating accounts. Click to Pay is made possible through tokenization and perfectly fits this preference by simplifying and securing the payment experience.
This solution is offered by Mastercard, a PrestaShop partner, and has attracted many pure players, including Sézane. In the first half of 2024, it had already accounted for 6.5 billion transactions. By saving up to 20 seconds per purchase, Click to Pay is transforming the customer experience, establishing itself as an essential reference and foreshadowing a future where simplicity, security, and innovation will redefine the standards of online payment by 2030.
What is the concrete impact for ecommerce?
- A 50% reduction in checkout time
- A noticeable increase in conversion rates, especially on mobile
5- UX: more than two letters, the challenge of customer satisfaction
UX is no longer a luxury, it's a strategic imperative. In 2025, e-merchants seek to out do each other with ingenuity to offer a fluid and engaging experience by integrating new technologies and trend-driven designs (like in fashion) that are available on all devices and accessible to all.
Success factors in 2025:
- Webdesign at the forefront: minimalism, dark backgrounds, and customized creatives will characterize the 2025 vintage.
- Augmented reality (AR) and virtual reality (VR): virtual try-ons and immersive store visits are tools that transform customer perception.
- Omnichannel: a unified experience on all touchpoints, from the website to the mobile app to social networks, is essential for frictionless journeys.
- Inclusive design: starting in 2025, navigation designed for everyone, including people with disabilities, will be mandatory in accordance with the European Accessibility Act (EAA).
6 - Social commerce: will this be the year it explodes?
TikTok Shop, Instagram Checkout, and Vinted... social commerce is finally a must. In 2025, it represents a significant market share, with influencers playing a central role in the transformation.
TikTok Shop's successful trial, that generated over USD 100 million in a single day on Black Friday, is eye-opening. The platform has proven that social networks are not only tools for discovery, but also major sales channels.
This social commerce revolution is also affecting the secondhand market, which relies on real social platforms where transactions take place directly via messaging tools. This sector is growing exponentially, with 128 billion in turnover worldwide, including 32 billion in Europe, with projections reaching 346 and 86 billion respectively for 2028. Players such as Vinted, Depop, and Facebook Marketplace have disrupted the codes, offering simple and instant exchanges between individuals. Now, more and more brands are integrating this model, not only to meet consumer expectations, but also to reduce their ecological footprint.
1. Generative AI: videos that captivate, sales that take off
Generative artificial intelligence (GenAI) is revolutionizing the world of ecommerce by providing ever more engaging and personalized shopping experiences. In 2025, AI-generated videos will no longer be just an aesthetic preference: they are opening new avenues to capture attention, improve customer satisfaction, and boost conversions, at a lower cost.
Unparalleled videos, in the blink of an eye
Creating a customized marketing video that's perfectly adapted to your audience in minutes is now within everyone's reach thanks to Runway and Sora Turbo from Open AI. No need for expensive cameras or production teams, in just a few clicks, you get immersive and engaging content.
These personalized and dynamic videos don't just sell, they tell a story, create an emotional connection with the customer, and help strengthen loyalty.
Nestlé example: immersed in the world of La Laitière
Nestlé has revolutionized the use of AI to enrich the storytelling of its La Laitière brand. With the help of DALL-E and its Outpainting feature, they've revisited Vermeer's famous painting, expanding the scene and adding admiring spectators patiently waiting to taste her recipe.
The video is a real invitation to "take the time" that enriches the brand's territory with the values of serenity and authenticity. This social media campaign proves that art and technology complement each other wonderfully to create memorable experiences.
Vestiaire Collective: an impactful activist video
On Black Friday, Vestiaire Collective made a strong statement by banning 30 brands like Zara and H&M from its website, marking a decisive turning point in its mission to promote sustainable fashion and fight overconsumption. To support its action, the platform released a series of visuals and a video showing Times Square overrun with piles of clothes. This AI-generated creative has racked up more than 20 million views, demonstrating how effective an artistic and technological approach to conveying a societal message can be.
2. Digital assistants: that knows your customers inside out
In 2025, a quarter of ecommerce tasks will be handled by conversational AI that's capable of advising, customizing, and simplifying each stage of the customer journey. Its mission? Transform digital interactions into engaging, seamless, and intuitive experiences. Thanks to solutions that integrate natural language processing and machine learning, these digital advisors are redefining the standards of customer relations and becoming strategic assets for brands.
Tailored shopping at H&M
A pioneer in innovation, H&M has launched an AI-powered chatbot that is truly a personal stylist for its customers. The process is simple: users take a style quiz and AI offers custom outfits based on their answers. If the customer doesn't like a suggestion, the chatbot adjusts its choices and offers suitable alternatives, including complementary accessories to perfect the look.
This service doesn't just respond, it engages and builds loyalty. By making the shopping experience interactive and fun, H&M has redefined ecommerce. Result? A personalized experience that keeps customers coming back for more.
Uber: Proactive support
At Uber, AI isn't just answering questions - it's anticipating needs. The system identifies potential issues like delays or billing errors and offers solutions, even before the customer complains. A delay in service? The user receives a notification that may include a refund.
This proactive approach significantly reduces complaint-processing times and improves the customer experience. Uber proves that responsive and personalized customer service is the key to retaining and reassuring users.
Why digital assistants are a must-have
The benefits of AI assistants for ecommerce are many:
- Advanced personalization: 73% of customers expect a higher level of personalization in their interactions with businesses.
- 24/7 support: available at all times, these assistants offer seamless support, including WhatsApp, Messenger, or voice interfaces.
- Reducing friction: from product research to finalizing the purchase, they simplify each stage of the customer journey.
3. Cybersecurity: building trust
In 2025, cybersecurity remains a major issue for e-merchants who face increasingly frequent and sophisticated attacks. Protecting customer data is not only a matter of regulatory compliance, it is imperative to preserving customer trust and loyalty.
Despite the fact that large institutions like banks, credit unions, energy providers, transportation networks, and hospitals, etc., are the preferred targets of cyber attacks because of their high media visibility, e-merchants are not spared.
Staying ahead of the curve
In the ecommerce world, cybersecurity is like a game of cat and mouse in which the rules are constantly changing. To emerge victorious, it's not enough to react, we have to anticipate. Cyberattacks are evolving rapidly, but with modern tools, proactive surveillance, and well-trained teams, businesses can always stay ahead of the risks.
Protecting customer data
Now, customer data protection is much more than an obligation. Companies that prioritize robust cybersecurity don't just prevent incidents, they send a clear message to customers that their interests are at the heart of company concerns, whatever the circumstances. And this assurance transforms a simple transaction into a long-term relationship of trust.
How do I keep an ecommerce secure?
To counter these threats, merchants must take a proactive approach:
- Multi-factor authentication (MFA): now an essential standard to protect customer and administrator accounts.
- Automated AI monitoring: detects suspicious activity in real time and blocks malicious bots.
- Secrets management: protects authentication keys such as APIs with specialized tools.
- Regular software updates: security flaws in applications or extensions that aren't up-to-date are a prime target for hackers. Keeping CMS, plugins, and software up to date is essential to curbing vulnerabilities.
- Ongoing team training: 95% of security breaches are related to human errors, which underlines the importance of constant awareness.
True story: Lyophilise & Co's survival lesson
Lyophilise & Co's experience during a ransomware attack is a striking example. In one night, the site hosted on the Octave platform suffered a cyber attack that blocked access to all the data the solution managed (ERP, cash management, and online store). The story ends well, fortunately. Thanks to effective collaboration with the agency Soledis and the installation of PrestaShop and tested modules, a new site was online in just 4 days. What a feat!
This story illustrates the need for e-merchants to adopt proprietary solutions with full control of their data, take out cyber risk insurance, and regularly back up their data.
Read the full story (in French)
4. Tokenization: payment 2.0
Since its introduction in 2014, tokenization has emerged as a key technology for securing online payments. It involves replacing sensitive data, such as credit card numbers, with unique tokens generated for each transaction. These tokens cannot be used outside of their context, thus eliminating the risks associated with banking-data theft while simplifying the user experience. In 2024, this technology already protects 25% of global ecommerce transactions, and its adoption continues to accelerate, +50% year-on-year.
What impact does it have on the customer experience?
More and more, consumers are abandoning long and complex payment processes. During Black Friday, cart abandonment reached a record high of up to 70%. Among the reasons given, 22% of buyers cite an overly tedious checkout process.
To meet these demands, Mastercard has developed Click to Pay, a tokenization-based solution. This system simplifies online payment by eliminating the manual entry of bank details, thus reducing checkout time by 50%. The result: a smooth, fast, and secure shopping experience. No need to remember complex passwords or look for your credit card: everything is done with one click, on any device.
Enhanced security in a digitalized world
With the explosion of cyberattacks, tokenization has become an indispensable barrier. In 2023, online fraud cost the ecommerce industry USD 48 billion. By replacing banking data with tokens, which cannot be used by hackers, fraud is significantly reduced.
This technology is also used for recurring payments, such as Spotify or Netflix subscriptions, thanks to the Card on File system.
The future of payments without compromise
With tokenization, merchants find the perfect balance between security and fluidity. By protecting customer data while simplifying payment, tokenization meets rising consumer expectations for fast, secure, and effortless shopping.
As online commerce continues to grow, this technology is at the heart of the digital payment transformation. More than a protective tool, tokenization becomes a real lever to boost conversions and retain customers.
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5. UX: more than two letters, the challenge of customer satisfaction
The importance of UX quality is now well established. A real differentiator for companies, UX continues to evolve alongside technological advances and design trends to attract and retain ever more demanding users. An unsatisfactory experience? 88% of shoppers will leave the site without hesitating!
Web design at the forefront
Like fashion, web design is evolving to keep pace with trends, and 2025 promises to be a year marked by innovation and sophistication. Refined minimalism will gain ground, betting on a clean and effective aesthetic. Dark backgrounds will continue to attract by providing optimal visual contrast, while custom artwork will reinforce brand identity. Playful and interactive sliders will bring a touch of originality while strengthening engagement. Immersive experiences that incorporate 3D elements will play a key role in capturing attention and engaging users, creating more memorable interactions.
Augmented and virtual reality for immersive shopping
Remember the phenomenal success of Pokémon GO? Much more than just a mobile game, it introduced millions of people to the potential of augmented reality, turning familiar places into virtual hunting grounds. This experience marked the beginning of a new era where the line between real and virtual began to blur.
Today, augmented reality (AR) and virtual reality (VR) technologies are revolutionizing ecommerce by offering immersive and ultra-personalized experiences. Consumers can now view products in their own environment or try them out virtually before placing an order.
A prime example? IKEA Kreativ relies on innovative technology. After modeling their interior in 3D from simple photos, users can virtually erase their existing furniture, test new layouts, and visualize IKEA products in a realistic reproduction of their environment. This experience is free and accessible via the IKEA app or website, and it embodies the future of online shopping.
A unified omnichannel experience
In 2025, omnichannel is an essential priority. Companies are investing heavily to deliver a seamless and consistent experience across channels, whether it's websites, mobile apps, physical stores, or social networks. This responds to a real need: consumers are adopting hybrid shopping paths that navigate between different points of contact. Today, more than 80% of customers combine at least two channels in their purchase process, highlighting the importance of a well-orchestrated omnichannel strategy.
The leader in the cosmetics market, L’Oréal, perfectly illustrates this approach by offering a unique customer experience that's accessible to everyone at any time. The brand relies on an omnichannel strategy, combining its physical points of sale and digital tools. It allows its customers, wherever they are, to benefit from the expertise and advice of its professionals, interact with augmented reality games, and test products virtually, while benefiting from personalized promotions that can be used both online and in stores.
Inclusive design for a unifying UX
In June 2025, the European Accessibility Act (EAA) will enter into force in all EU Member States, imposing strict standards on digital accessibility for products and services. Already in force in the public sector and for large companies, this legal framework will extend to all companies, except those with less than 10 employees or that generate less than 2 million euros in turnover. Ecommerce sites will need to be fully accessible. Penalties for non-compliance include fines of up to €50,000 per digital point.
To comply and make a site inclusive, it must respect the principles of the WCAG (Web Content Accessibility Guidelines):
- Perceptible: offer alternative text for images, subtitles for videos, and sufficient contrasts to facilitate reading.
- Usable: guarantee intuitive navigation with keyboards and screen readers that pose no obstacles for people with disabilities.
- Understandable: simplify language, structure content with clear titles, and avoid complex interactions.
- Robust: ensure compatibility with assistive technologies (screen readers, specialized browsers).
With more than a billion people around the world living with a disability, these efforts represent a real opportunity for brands to build loyalty while promoting inclusion. What if this change is the key to a fairer and more prosperous ecommerce?
6 - Social commerce: will this be the year it explodes?
In 2025, social commerce is no longer a promise, but a reality that is redefining the ecommerce landscape. Under the impetus of TikTok Shop, Instagram Checkout, and Vinted, the digital world is evolving to become a real marketplace.
Why does it work?
The success of social commerce is based on three main pillars:
- Virality: 81% of purchase decisions are influenced by social posts, so viral content creates a powerful digital word-of-mouth effect.
- Simplicity: tools like Instagram Checkout and Facebook Shops streamline the shopping journey by integrating payments directly on the platform.
- Interaction: live shopping, authentic influencers, and personalized algorithms make the experience human and engaging.
TikTok Shop finally arrives in Europe
December 11, 2024 marks a major step with the arrival of TikTok Shop in Europe, starting in Spain and Ireland. This new feature allows users to make purchases directly from videos, transforming the shopping experience into a smooth and intuitive process. Many influencers have already taken advantage of this opportunity to launch their own digital stores, offering a wide range of products from home appliances to food supplements.
The success of TikTok Shop lies in its simplicity and immediacy: users discover a product, interact with an influencer, and finalize their purchase in a few clicks, without leaving the application. This model responds to a strong trend: 39% of consumers admit to regularly giving in to impulse purchases on social networks, thus consolidating TikTok as a key player in social commerce.
Second-hand shopping = responsible growth
In 2025, the secondhand market, which has already attracted 87% of Europeans, will become an essential trade pillar with an estimated global turnover of 128 billion euros. This unbridled growth reflects a profound change in consumption habits driven by environmental and economic concerns:
- Responds to the challenges of reducing our carbon footprint
- Adheres to a logic of use vs a logic of ownership
- Helps to mitigate inflation and restore purchasing power to consumers
- Contributes to nurturing brand values (evidence) and customer loyalty
Currently, second hand is no longer limited to specialized platforms like Vinted or Vestiaire Collective, established brands are using it to expand their customer base while reducing their carbon footprint, for example, Patagonia and its Worn Wear program are showing that sustainability and profitability can coexist. This model especially appeals to younger generations, who favor ethical and responsible choices.
Conclusion
In 2025, the ecommerce landscape is being redrawn under the impetus of six key technological levers, each bringing its share of innovations and opportunities. Whether it's generative artificial intelligence revolutionizing creativity, digital assistants strengthening customer relationships, or cybersecurity and tokenization ensuring a seamless and secure payment experience, these technological advances are redefining the standards of online commerce.
Added to this is an increased focus on the user experience, embodied by avant-garde and inclusive designs and the rapid rise of social commerce, a real catalyst for new purchasing behaviors. For e-merchants, the challenge is clear: integrate these trends to adapt to the expectations of today's consumers while anticipating those of tomorrow. These technologies are not only tools, they're the foundations for a new era of digital commerce that's more immersive, connected, and responsible.
